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Finding our feet
The Zurich Talent Proposition Journey
Global Talent Acquisition
Sarah Cheyne

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Awarenes
s
Engage
Empower
Connect
Drive
Defining an authentic and credible Talent Proposition
ZURICH TALENT
PROPOSITION
Current employer branding
strategy
IMAGE & IDENTITY
Leadership strategy, vision and
goals
PROFILE
Corporate branding strategy
CONSUMER BRAND
Competitor positioning
Phase 1
Understand
Phase 2
Determine and define
Phase 3
Create #storiesworthsharing
Phase 4
Activate
External and Internal research completed
Overlap of common themes identifies unique
brand positioning.
Talent Proposition is turned into a
talent relationship activation plan.
Topical content and initiatives
determined.
Topic 1
Topic 2
Topic 3
Topic 4
Topic 5
Talent Proposition
Media
Social
Digital
Print
Advocacy
Events
Stories Stories Stories
Audiences
Graduates
Earlytalent
2ndjobbers
Alumni
Professionals
Influencers
Employees
EssenceThemesThemesAudiences
Format and channel activation strategy
PEOPLE VISION

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Bringing our brands together

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Talent Proposition with purpose

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Bringing it to life

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Advocacy – Global Talent Brand Toolkit/BlueRoom

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Having an impact
2015 executions

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• 1,486 page likes
• Weekly post reach - 250,000
• Post engagement - 15,000
• Content so far has reached over
750,000 potential candidates
• Driven around 15,000 applicants to Zurich Careers page
• Reached 8 million impressions from both search marketing
and programmatic buying
• Click through rate - 3.71% (benchmark is 1.5%)
• Average position on Google is 1.5 (benchmark is 2.5)
• 2x more careers page views month
• 3x more job views
• Job apply clicks increased 200%
• Impact ratio increased to 21%
• TBI increased to 17%
Social Media

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SoMe Playbook
• Who is it for?
• Purpose
• Highlight why we should focus
on social media for talent
purposes
• Inform and educate us on how
to leverage our global
presences
• Act as a guide on how to
create and submit engaging
content that delivers against
the Zurich Talent Proposition
• Inspire through best practice – both
internally and externally

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Career site objectives
Deliver a global ‘home’ for Zurich careers that:
 Positions Zurich as the premier destination for insurance careers
 Allows Zurich to favourably compare with employers from ‘preferred’ categories such as Technology and Retail
 Bolsters the performance of Zurich’s country websites
 Enables country markets to follow suit
STRETCH THE CONSTRAINTS
ENGAGE THE USER
BRING THE SECTOR TO LIFE
SUBSTANTIATE OUR TALENT BRAND
DELIVER CONTENT DYNAMICALLY
AND ENABLE CUSTOMISATION
MAKE THE EXPERIENCE A GREAT ONE
Content
Design
Function
UX
Inform
Reassure
Inspire
Active
Early-in-career
Passive
Experienced
TECHNICAL
SERVICE
CUSTOMER

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Site map and wire frames

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Our wider community
A collaborative process
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OWNERS
SPONSORS
INFLUENCERS
AMBASSADORS
DRIVERS
ACTIVATORS
ENABLERS
RECEIVERS
Global Talent Acquisition Team
Generate, own and run the strategy
Overall sponsors of
strategy and
initiatives.
Shape and lead agendas
within strategy
Provide collective support
and leverages strategic
initiatives
Drive forward initiatives –
central point of contacts
between owners and
activators
Users who lead
implementation and
activation of initiatives.
Vendors to deliver
initiatives – normally
external suppliers/
Partnerships
Customers of
initiatives
Brand advocacy – understanding, sharing and
promoting Talent Brand Initiatives
Isabelle Welton
Claire Ball
PVT
Global Talent
Acquisition Council -
GTAC
Group Digital
• Digital
• Social
• Analytics
Group Brand Strategy
Group Marcomms
Regional HRLT’s
Group Talent & People
Development
Country Leadership/HR teams
Regional Talent
Leads
Regional Leadership/HR teams
Internal Comms
Teams
Country Talent
Managers
Global Talent Acquisition
Social Media Community
- GTASMC
Country Recruiters
Country Digital Teams
Country Brand Teams
McCann – IPG
Havas People
Universum
LinkedIn
Accenture
HRPB’s
Careerify
AMS
External
candidates
Internal
stakeholders
Business
Functions
Regions/Countries
Idea generation Idea development Idea socialisationIdea testing Idea buildIdea communicationIdea expansion Idea implementationIdea testing Idea received
Multi-layered approach to deliverables

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“Lunch and Learn” - Developing your personal brand
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• Why get involved?
 Understanding LI
 Developing your personal brand
 Becoming advocates of the Zurich brand
• Enhance your profile
 Photo
 Title
 Summary
 Keywords
 Skills and achievements
 Rich media
• Grow your network
 Why connect?
 Ways to connect
• Communicate and share
 Content generation
 Content sharing
 Job sharing

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Takeaways
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